Customer experience: why modern businesses are refocusing

Modern brands constantly struggle to set themselves apart from their competition. Eventually, we all understand that true differentiation doesn’t just come with innovative designs, quality products, or catchy slogans anymore; the game-changer now focuses on an exceptional customer experience—something people will remember. 

A recent report from PwC found that 73% of consumers consider a positive customer experience a must-have (ranking it just behind price and product quality). It’s important to realize that when customers feel genuinely valued and understood, they're likelier to stick around and even spread the word about your brand.

While top-notch customer service is undeniably essential, CX encompasses much more. It's about your customer's overall journey with you, starting as they choose you over your competitors. This includes their emotions, expectations, and perceptions of you at every stage of the process. 

From the first inquiry to the actual purchase and beyond, every single interaction shapes their experience. Paying closer attention to these details and looking to exceed their expectations can build a strong, lasting relationship that satisfies your consumers and turns them into loyal advocates.

Prioritizing exceptional customer experience isn't a nice-to-have anymore; it's a strategic move that can set your company apart. Defining who you are to people. Once you’ve understood and addressed your customers’ real needs and desires, you’re actively paving the way for increased satisfaction and unwavering loyalty.

Customer experience has changed dramatically over the last few years. What once revolved almost entirely around selling a great product has now morphed into something much bigger — understanding, anticipating, and responding to customer needs effortlessly and personally. People today want a great product and a seamless, engaging, and human-centered experience throughout their journey with your brand.

Product-centric has become customer-centric

Most businesses have operated with a product-first mindset for years- even decades. We all believed that if our product or service were of high quality, customers would naturally come because they would focus on the tangible aspects of our offerings rather than the overall experience. Right?

As competition has grown exponentially in almost every industry and markets become increasingly saturated, something has become clear: standing out requires more than just a polished end product.  Brands are now shifting to a customer-centric approach, putting the customers at the heart of every decision. Instead of asking, “What can we offer?” the question has now become, “What does our user need?”

This shift has meant that many companies have been rethinking processes, tailoring services, and adopting a more consultative approach (rather than just delivering a final product).  It means listening more, personalizing every interaction, and ensuring customers feel heard, valued, and involved. Today, success isn't just about delivering the perfect product or service—it’s about the experience a consumer has, from the first touch to the last.

Customer experience meets digital transformation

Technology has completely reshaped how customers interact with brands. The rise of digital tools has made customer experience increasingly dynamic, allowing companies to be more responsive, proactive, and engaging.

The internet and mobile apps have recently made real-time communication the norm, reducing yesterday's friction in customer interactions. Social media has completely opened up direct lines of communication, where brands can now showcase products, gather feedback, and engage with customers in previously impossible ways.  In more recent times, artificial intelligence and automation have even further streamlined customer interactions, making processes smoother and more efficient than ever before.

Let’s face it: Our world’s digital transformation has shifted consumer expectations. Customers expect instant responses, personalized interactions, and seamless service at every touchpoint, which means a slightly disorganized email thread or a slow product update can negatively impact people’s perception of your brand. 

The positive news, though, on the flip side, is that it has also enabled a smoother onboarding experience, proactive project updates, and easy-to-use collaboration tools that make users, customers, and partners (however people interact with you) feel better-taken care of, which is strengthening your relationship.

The evolution of customer experience is about far more than adapting to trends—it’s about understanding that today’s consumers want more than excellent service. They expect a smooth, engaging, and highly personalized experience from start to finish. Brands that recognize and embrace this shift will emerge as winners and continue to thrive.

Delivering an exceptional customer experience doesn’t happen by accident. Brands that consistently impress their customers have built every interaction with intention. From how they communicate to their brand's consistency, every detail contributes to an overall experience. The best companies understand that CX isn’t just about delivering a final product; it’s really about creating an experience that gets customers to come back for more — which is proven by the fact that 88% of customers are more likely to make repeat purchases after receiving excellent customer service.

1. Brand perception and consistency

We’ve seen this before: A brand is more than a logo or a color scheme—it’s how people feel about a company when interacting. Every website visit, social media post, or face-to-face meeting actively shapes a consumer’s perception of your brand. Does the brand in question feel scattered or inconsistent across platforms? Well, it’ll probably struggle to build trust.

Maintaining a cohesive brand identity across all touchpoints — website, emails, social media, presentations, in-person meetings (you get it) — signals professionalism and reliability.

When customers see the same tone, messaging, and values reflected everywhere, it reassures them that they are connecting with a company that has its act together. A consistent brand experience like this fosters trust, the foundation of any long-term relationship.

2. Customer journey and touchpoints

Contrary to popular belief, customers don’t just wake up one day and randomly decide to buy your product — they go through a journey. From the moment they become aware of your company to the day they choose to “add to the basket,” they engage in multiple interactions, or touchpoints, if you will. This could be an Instagram post that caught their eye, an email inquiry, a discovery call, a project proposal, or a follow-up check-in after a product was purchased.

Each of these touchpoints plays a role in shaping an overall experience. It can sour the entire relationship, if any, and be disorganized or even frustrating—a clunky onboarding process for new software or a delayed response time after buying a physical product. 

On the other hand, a brand that maps out its customer journey, refining every step to make it effortless and intuitive, will create a seamless and enjoyable experience. Customers will remember the experience and return for more when it is smooth.

3. Emotional connection and trust

This is an important one. Customer experience isn’t just about efficiency; it’s more about how you make people feel. The best brands are relationship builders. Customers don’t want to be another number; they want to feel like their business truly matters.

Brands that show empathy this way actively listen and engage with clients more personally, building stronger connections. When you’re increasingly customer-centric, consumers feel valued and understood, turning them into more than just customers—they become advocates who stick around for the long run. 

A simple follow-up to check in on a customer's satisfaction, a handwritten thank-you note, or even remembering personal details or a birthday can make all the difference — especially since positive emotional experiences lead to repeat business, referrals, and long-term loyalty.

4. User experience in CX

It’s probably clear to most of us that we live in a digital-first world, where a brand’s website, email communications, and looks all contribute to the overall customer experience. How does that experience feel if a potential customer jumps through hoops to schedule a call, find updates, or access product information? No good. That’s a frustration builder right there.

A user-friendly, intuitive, and visually appealing interface—whether on a website, a project portal, or even just how product packaging is designed—can significantly impact how customers perceive a company. The easier it is to navigate and interact with your brand, the more confident and comfortable a customer will feel. A seamless UX makes people feel supported rather than overwhelmed.

5. Personalization and customer expectations

No, one size doesn’t fit all. This thinking no longer applies to customer experience. Customers expect brands to tailor their approach based on their specific needs. 81% of customers express an absolute preference for businesses that provide personalized experiences. This highlights the value of tailored interactions. 

A brand strategy for a luxury fashion label shouldn’t feel the same as one for a tech startup, and clients want to know they’re getting a unique experience.

With proper data analytics, companies can better understand their prospects' wants and customize services accordingly. AI-driven insights help anticipate customer needs and personalized recommendations and create a more tailored approach to problem-solving. When consumers feel like a company truly gets them, it deepens the relationship and solidifies long-term loyalty.

Understanding how well (or, worst case, how bad) your brand delivers on customer experience is crucial for continuous improvement and user satisfaction. To better gauge this, a few key metrics can provide valuable insights:

1. Net promoter score (NPS)

This will help you assess customer loyalty by asking one simple question: "From 0 to 10, how likely are you to recommend our brand to a friend or colleague?" Your responses will then categorize clients into one of three categories.

If you’re now calculating the percentage of promoters minus the detractors, you’ll have your NPS, which is indicating your overall customer loyalty.

2. Customer satisfaction score (CSAT)

This one helps measure satisfaction with a more specific interaction or service. Users rate their experience, normally on a scale from 1 to 5, where a higher score indicates greater satisfaction. This is a straightforward way to pinpoint areas of success and those needing some attention.

3. Customer effort score (CES)

CES allows you to evaluate how easy it is for customers actually to achieve their goals with your company. Users will respond to statements like, "The company made it easy for me to handle my issue," rating their agreement on a scale. A lower effort score would suggest a smoother customer experience, which can lead to increased loyalty.

As you regularly monitor metrics like these, you’ll be better equipped to identify your strengths and areas for improvement. This will help you make more data-driven decisions that can elevate your customer experience.

Modern customer experience is achieved partly through excellent service and the seamless technology that enables and enhances every interaction. Brands today are increasingly likely to turn to new tools to refine their processes, create personalized interactions, and meet rising client expectations. Brands that successfully leverage technology don’t just make their workflows more efficient — they create smoother and more intuitive experiences that will keep people engaged and satisfied in the long run.

Artificial intelligence and chatbots

No one will argue against the fact that artificial intelligence (AI) has completely transformed how brands communicate with their customers. People no longer have to wait for business hours or get stuck in endless email chains for simple questions. AI-powered chatbots now handle various tasks, from answering FAQs to scheduling meetings and guiding users through service offerings.

Imagine a customer visiting a brand’s website late at night with an urgent question about their services. Instead of waiting until the following day for a response, the AI chatbot immediately steps in, providing helpful answers and even helping the prospect book a consultation for the next day. That immediate support doesn’t just solve the person’s problem—it builds trust and demonstrates that the company in question values responsiveness.

But AI goes well beyond just chatbots. For example: Machine learning algorithms analyze past user interactions, preferences, and behaviors to offer personalized recommendations. AI-powered insights can help brands tailor their services, anticipate customer needs, and provide proactive solutions — creating a customized experience that feels thoughtful and intuitive. And more will come, with new AI possibilities popping up every day.

Omnichannel experience

Customers today don’t interact with companies through one channel—they jump between websites, social media, mobile apps, and in-person meetings. A potential customer could first interact with your company on LinkedIn, then follow your Instagram for a bit, browse your website, and finally reach out via email. If these touchpoints feel disconnected, the experience can become disjointed and frustrating.

An omnichannel approach helps ensure that all interactions feel unified, no matter where they occur. Imagine a scenario where a potential customer starts a conversation on Instagram DM, continues via email, and finalizes a purchase through a web portal—all while receiving a seamless experience with consistent messaging and service quality—Chef’s Kiss.

To implement a tremendous omnichannel strategy, you must unite your communication platforms to ensure company information is always up-to-date and accessible across teams. When done right, omnichannel CX can make customers feel understood and valued, no matter how (or where) they interact with your team.

Data analytics and customer insights

Data is one of the most powerful tools for improving customer experience. Every user interaction—whether through a website visit, a feedback survey, or a social media comment—gives you valuable insights that can help your brand refine its approach.

For example, tracking your website analytics might show that most visitors are interested in your product or service but tend to drop off before contacting you.  This could signal a need to improve the CTA or simplify the inquiry process. Analyzing customer feedback can highlight common pain points, allowing you to address issues before they escalate proactively.

Data analytics also help companies measure the success of their CX strategies. Are customers engaging more with your personalized content? Are response times improving satisfaction scores? You can make informed, strategic decisions to enhance your overall customer experience as you continuously analyze performance.

The convergence of new technology and genuine human interaction will redefine how we think about customer experience (CX) today. While technology provides powerful tools, the essence of exceptional CX still lies in real human connections. Meaning: Brands that combine technological advancements with empathy, active listening, and personalized interactions will stand out.

Customer experience will not become all about adopting the latest technologies but about using the right tools to enrich human interactions, build trust, and create lasting relationships with people. 

If you embrace this balanced approach, you can look forward to a future where you meet and exceed your customers' expectations. And if you need a push in the right direction to get started, don’t hesitate to reach out. Our user experience design agency can help you perfect your CX process to see better results and stronger relationships by tomorrow.